A seriously valuable contribution. If you aspire to build a major international brand on foundations rooted in an emerging economy, this is the book for you.

— John MurphyFounder of Interbrand, Author of Brandfather

About the Book

In her captivating book, Competing with Giants, Trần weaves business advice from her father with her own insights, as a Millennial Asian Business Women, to tell a story of how her family business became a giant against the multinationals. Part autobiography, part business strategy and part inspiration, Competing with Giants is a win for a multitude of audiences. Asia is rising, and this means the American-Style multinationals are being forced to come up with new strategies in order to compete with the booming business landscape.

The business game is now being played by the next generation. Their rules. Their strategy. Their Values.

“There is only one thing we can all be sure of,” says Trần. “The world will be what we collectively make it.”

As we move forward into this new era, Trần’s book helps us:

Helps us see how small business can take on big business – and win.

Explore how millennials will bridge the gap between local and global success.

About The Author

Phương Uyên Trần

Phương Uyên Trần served as Deputy CEO of Tan Hiep Phat (THP) group, Vietnam’s leading beverage company. In addition to running Number 1 Chu Lai Plant, she is responsible for THP’s procurement, domestic and international marketing, public relations, and corporate social responsibility programs. Phương is an executive of the Beverage Association of Vietnam and also sits on the executive committee of the Young Presidents’ Organization (YPO) Vietnam chapter.

After being asked by Harvard Business Review to write a case study on how her family owned business walked away from a $2.5 Billion offer from Coca - Cola, Tran decided to write a book that would teach people exactly how to do it in their own business.